The pursuit of public office is often tied greatly to the pursuit of raising money. If you are a political candidate today, you’ll need to raise money to mount an effective campaign. And if you’re new to the process, you’ll want to get up to speed quickly and not wait until the thick of election season.

Here are frequently asked questions about about political campaign fundraising.

Key takeaways:

• Choose a Secure, User-Friendly Donation Platform: Opt for a platform with strong security and easy integration with your campaign website.
• Optimize the Donation Page: Ensure simplicity and clarity on your donation page.
• Implement Structured Donation Levels: Offer varied suggested amounts and a custom donation option to encourage higher and more frequent contributions.
• Maximize Your Website for Fundraising: Use clear calls-to-action, engaging content, and a straightforward donation process.
• Integrate Fundraising Efforts: Your digital fundraising efforts should align with your campaign messaging.
• Use Storytelling and Personalization: Emotional storytelling and personalized communication helps connect with supporters.
• Comply with Legal Standards and Acknowledge Donations: Follow your local campaign finance laws and acknowledge every contribution.

 

Frequently asked questions about political campaign fundraising:

How do I set up a secure online donation platform?

To set up your campaign’s secure online donation platform, begin with a reputable service. Ensure it offers robust security, like SSL encryption and PCI compliance. The platform should integrate well with your website, providing a straightforward donation experience. Include various payment methods, catering to different donor preferences. Before launching, test everything to avoid any glitches when you start fundraising. Always comply with your local campaign finance laws, especially for collecting and reporting donor information.

Before you begin any campaign fundraising, you’ll need to establish a bank account for your organization. Then you can set up an online donation platform. Here’s how to do it effectively:

• Choose a Trusted Platform: Start by selecting a reputable donation platform. Look for services that specialize in political campaigns and feature security and reliability.
• Security is Key: It’s probably not even worth mentioning as every major platform provides robust security features. This includes SSL encryption for data protection and PCI compliance to safeguard donors’ financial information.
• Seamless Website Integration: The donation platform should integrate smoothly with your campaign’s website. Whether embedded or link as a separate donation page, it should match your site’s look and feel. A seamless experience is needed so donors don’t question why a donation page looks completely different than the page they clicked from.
• User-Friendly Interface: Your donation process should be straightforward and user-friendly. A simple form with minimal required fields is best. Make sure you request all the donor information required by your local laws – and nothing more, if you can help it. A complicated process and too much information requests will discourage potential donors.
• Multiple Payment Options: Offer various payment methods like credit/debit cards, PayPal, and bank transfers. The more options you provide, the easier it is for donors to contribute. Again, this is mainly platform-specific.
• Compliance with Regulations: Make sure the platform complies with your local campaign finance laws. This includes features for collecting necessary donor information and facilitating reporting numbers. You’ll want to have simple reporting that’s easy to download.
• Test and Launch: Before going live, thoroughly test your donation process to ensure everything works from input to processing.

We’ve seen too many candidates not test their donation setup before asking for funds! It’s a bad situation when a candidate sends the wrong link via email or the processor won’t process the donation due to the account not being approved. Don’t let this happen to you!

“In all, just 158 American families had donated half of all the money to candidates on the ballot [in the 2016 election].”  – Evan Osnos, Wildland: The Making of America’s Fury

Related: How Online Political Donations Work

How can I improve my donation page?

First, keep your donation page should have a clean layout without distracting elements, such as page navigation or other calls to action. Use direct language a simply “make the ask”. Emphasize your security and payment methods. You’ll want to have suggested donation amounts, and prepopulate the amount with an amount or selection that is above the lowest level. Done right, a your fundraising page can make donations easy, and hopefully encourage larger or repeat contributions.

Most of the following features are included with major political donation platforms:

• User-Friendly Design: Again, keep the page layout simple. Avoid asking for irrelevant information.
• Secure Payment Options: Offer multiple, secure payment methods. Trust is crucial for political donors, so highlight your security measures and privacy policies.
• Suggested Donation Amounts: Provide suggested amounts to help donors decide how much to give. Include an option for custom amounts for flexibility. Make sure the max donation amount does not exceed your maximum allowable contribution amount.
• Impact of Donations: State how the donations will be used in your political campaign. It may be to help the candidate or it may be for something more tangible, like additional advertising. People are more inclined to give when they know the specific impact of their contribution.

For Example: A mayoral candidate’s donation page could feature a progress bar showing fundraising goals, making the impact of donations visible. For a congressional run, a donation page might include a video message from the candidate discussing national issues and the help they need to win.

Can offering different donation levels increase contributions?

Structured donation levels can encourage donors to give more than they might have without any encouragement. Here’s how to implement your page for maximum contributions:

• Suggested Amounts: Offer a range of donation amounts to cover different financial levels. If your donor can contribute $1000, why limit the maximum contribution to $500?
• Custom Donation Option: Always include an option for donors to choose their own amount, as some may want to give more or less than the suggested levels.
• Additional Incentives: Consider offering small tokens of appreciation for different donation levels to encourage higher contributions. We don’t see this too often in smaller campaigns, but sometimes donor swag is offered for some state and congressional campaigns.

Related: What To Know Before You Accept Political Donations Online

How can my campaign website help maximize fundraising?

Your campaign website is often the first point of contact for potential donors, so it’s crucial to make a strong, positive impression. Maximizing fundraising through your website is all about clarity and engagement. Here’s how to make it happen:

• Clear Call-to-Action: Use prominent, clear call-to-action buttons for donations. Place them in visible spots like the header, footer, or in the sidebar.
• Tell Your Story: People connect with stories. Tell yours. Share your campaign’s journey, your political vision, key political milestones, achievements, and how donations make a difference. Add a mix of text, images, and videos to improve your narrative.
• Provide Regular Updates: Keep your supporters informed about how their contributions are being used and the progress towards your fundraising goals. Transparency builds trust.
• Responsive Design: Many donors will visit your site from their mobile devices, so your website and donation forms should be mobile-friendly.

How can I integrate fundraising with other aspects of my website?

Here are some useful tips:

• Unified Messaging: Your fundraising appeals should be in line with your overall political campaign message.
• Strategic Placement of Donation Calls-to-Action: Incorporate donation buttons or links in key areas of your website. This makes it easy for supporters to donate from almost anywhere on your site.
• Content Synergy: Use your blog posts, news updates, and policy discussions to subtly lead into fundraising calls-to-action. For example, after discussing a particular political issue, link to and describe how supporter donations will help achieve these goals.
• Event Integration: If you’re hosting political events, whether virtual or in-person, make sure there’s an easy way for participants to donate. This could be through a link in a virtual event description or a QR code at a campaign rally or on a campaign brochure.
• Social Proof and Testimonials: Feature stories, testimonials, or quotes from supporters and influential figures in the political arena on your website. This display of support encourages others to contribute.
• Regular Updates: Keep your supporters informed about the progress of your political campaign. This transparency can motivate further donations and strengthen supporter trust.

“The money in politics is a cash cow for the media.” – Noam Chomsky

What types of content can I use to promote fundraising?

Diverse content can engage different segments of your audience. Consider these types:

• Videos: Short, impactful videos can effectively convey your message and emotionally engage viewers. Video can be located on a YouTube page, your social media accounts, and even embedded on your website.
• Blogs: Write about your campaign’s journey, achievements, and how donations are making a difference or needed in order to make a difference.
• Infographics: Use infographics and pictures to present data and progress in an easily digestible format. For example, many campaigns use ‘goal thermometers’ to visually display how much they have raised and now much more they need to reach their goal.
• Testimonials: Share stories and quotes from supporters or those who have benefited from your campaign. If you can, try to match your testimonials with the specific group you are looking to target.

Specific content ideas:

• City Council Campaign: Create blog posts about local community events and council meetings. They can show the candidate’s involvement and impact and can encourage donations.
• State Representative Campaign: Include infographics that show legislative progress and goals. This can help constituents visualize the impact of their support for the candidate.

Can social media enhance my fundraising efforts?

Absolutely! Social media can really amp up your fundraising. Social media platforms like Facebook, Instagram, and X/Twitter offer unique opportunities to connect with supporters, share your campaign’s story, and drive traffic to your donation page. Here’s how:

• Promote Your Donation Page: Regularly share the link to your donation page on your social media channels.
• Engaging Content: Create shareable content that resonates with your audience and encourages them to support your cause.
• Utilize Fundraising Tools: Many social platforms have built-in fundraising tools. Use them to direct traffic to your website.
• Interact with Your Audience: Engage with your followers. Respond to comments, share stories, and be active. This builds a community around the candidate and your political campaign.

Social outreach can amplify your fundraising efforts and help build a stronger online support.

What can make a fundraising message more compelling?

A compelling message not only informs but also inspires action, making it a critical component of successful fundraising. Here’s how to craft one:

• Add a Political Angle: Share real stories that illustrate the impact of your political policies. Personal anecdotes from voters and how they have benefited from the work of the candidate or campaign can be far more persuasive to others.
• Be Specific: Clearly articulate what the donations will achieve. Whether it’s funding a specific part of your campaign or supporting a broader goal, specificity can drive action.
• Authenticity: Be genuine in your messaging. Authenticity resonates and builds trust with voters and constituents.
• Visual Appeal: Use images and videos to complement and enhance your message. Visuals are powerful way to convey emotions and facts.

Fundraising Message Examples:

• School Board Candidate: This could include a message focusing on improving local education. It may feature compelling personal stories from students or teachers.
• Congressional Candidate: A narrative about national policy changes, backed by personal anecdotes from diverse constituents, can create a strong emotional appeal.

How can I use storytelling to boost online donations?

Storytelling is a powerful tool to reach, attract, and convince supporters to give. Here’s how storytelling can help:

• Emotional Connection: Share stories that create an emotional connection with your audience. Emotions can drive people to take action.
• Relatable Characters: Use real-life constituents in your stories. People relate to other people’s experiences and challenges, especially if the characters are like them.
• Clear Narrative: Have a clear beginning, middle, and end. This can be about how a person’s situation turned out due to your policies or intervention. A well-structured story is more engaging and memorable.
• Visual Elements: Incorporate photos or videos into your storytelling to enhance the impact.

What are some best practices for raising money through email?

Email remains a powerful fundraising medium, and it should not be underestimated. Here are some best practices to keep in mind:

• Segment Your List: Tailor your messages to donor behavior and preferences. Personalization can significantly increase engagement.
• Strong Subject Lines: Your subject line determines whether your email gets opened. Make it compelling and clear.
• Clear Call-to-Action: Include a direct and clear call-to-action in your emails, such as ‘Support our campaign’ or ‘Donate to our cause.’
• Track and Analyze: Use analytics to track open rates, click-through rates, and conversions. This data will help you refine your strategy.

How can I communicate urgent donation needs in my campaign messaging?

Communicating urgency can drive immediate action. This is especially effective as election day draws near, and you are starting to GOVT.

• Time-Sensitive Language: Use phrases like “Donate now,” “Time is running out,” or “Your immediate action is needed” to create a sense of urgency.
• Regular Updates: Keep your audience informed about how close you are to reaching your fundraising goals and deadlines.
• Immediate Impact: Explain how timely donations can make an immediate difference in your campaign.
• Visual Countdowns: Use countdown timers on your website or in emails to visually represent the urgency.

How can I attract first-time donors to give?

Everyone goes after donor with a history of political contributions, but attracting first-time donors will expand your support base. Here are some strategies:

• Engaging Content: Create content that resonates with potential donors, highlighting the importance and impact of their contribution.
• Simplified Donation Process: Make the donation process as easy as possible. A complicated process can deter first-time donors.
• Social Proof: Share stories and testimonials from other donors. This can build trust and encourage new donors to contribute.
• Outreach: Reach out to potential donors through various channels like social media, email, and community events.

What role do recurring donations play in campaign fundraising?

Recurring donations are a cornerstone of sustainable fundraising. Here’s their importance:

• Steady Income Stream: They provide a predictable income stream, allowing for better budgeting and planning.
• Builds Donor Relationships: Recurring donors are often more engaged and committed to your cause.
• Ease of Giving: Once set up, it’s easy for donors to continue their support without having to take additional steps.
• Focus on Retention: Encourage one-time donors to become recurring donors through follow-up communications and special incentives.

How should I handle and acknowledge small donations?

Every donation counts, and acknowledging small donations is key. Here’s how to do it:

• Thank You Messages: Send personalized thank you messages or emails to every donor, regardless of the donation size.
• Social Media Shoutouts: Recognize and thank small donors on your social media platforms.
• Create a Donor Community: Foster a sense of community among all donors, regardless of the donation size, through regular updates, exclusive content, or community events.

How can donor feedback to improve my fundraising strategy?

Leveraging donor feedback can help you refine and improve your fundraising approach.

• Act on Feedback: Be responsive to the feedback you receive. Make changes to your strategy or processes based on donor suggestions and concerns.
• Open Communication Channels: Create avenues for donors to easily provide feedback, such as through social media, email, or your website.
• Analyze Donation Trends: Look at your donation data to identify trends and patterns. This can provide indirect feedback on what’s working and what’s not.

How do I ensure my fundraising efforts are legally compliant?

Make sure all of your fundraising efforts maintain the integrity and legality of your campaign. Here are key steps to ensure legal compliance:

• Understand the Laws: Familiarize yourself with the campaign finance laws applicable in your area. These laws can vary significantly depending on the level of government (local, state, federal) and location.
• Use Compliant Platforms: Choose fundraising platforms that adhere to legal standards for political donations. This includes secure processing of contributions and proper recording of donor information. Good political fundraising platforms make it easy for your treasurer to download reports suitable for FEC filing.
• Transparent Record-Keeping: Maintain accurate and transparent records of all donations and expenditures. This is not only a legal requirement but also a practice that builds trust with your supporters.
• Regular Reporting: Submit any required financial reports to the appropriate regulatory bodies on time.
• Legal Consultation: Consider consulting with a legal expert specializing in campaign finance. This can help you navigate complex legal requirements and ensure full compliance.
• Educate Your Team: Make sure that everyone involved in your campaign, especially those handling fundraising and finances, is aware of the legal requirements and complies with them.

What are some common mistakes to avoid in online fundraising?

Here are some pitfalls to watch out for:

• Complicated Donation Process: A complex or lengthy donation process can deter potential donors. Ask for as little information as you legally need to complete the transaction.
• Lack of Personalization: Generic fundraising appeals may not resonate with potential donors. Personalize your request as much as possible to connect with your audience. This can include a drive for money to print another brochure, run more cable ads, purchase a billboard, and so on.
• Neglecting Donor Acknowledgment: Failing to promptly and properly thank donors can harm your relationship with them. Every donor, regardless of the amount contributed, should be acknowledged and appreciated.
• Inadequate Use of Data: Not using data to guide your fundraising strategy is a missed opportunity. Analyze donor behavior and preferences to tailor your approach.
• Failing to Properly Use Social Media: Social media is a powerful tool for fundraising. Not using it effectively can mean missing out on a wide audience and potential donations.

Related: Comparing Political Donation Platforms – Our Recommendations

Our book, Running for Office as an Online Candidate is designed packed with strategies for local political and issue-specific campaigns. It is available for download and in print from Amazon.com.